Driving Maritz automotive to success

Driving Maritz automotive to successPosted on June 24, 2014 by Adam Warner

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Maritz Research is renowned for its consumer satisfaction studies. They’re global leaders in that field. Maritz approached us because they wanted to grow awareness of their ad-hoc research business amongst automotive research buyers in Europe, so we devised a digital content marketing campaign, in order to initiate conversations with research buyers. To start with, we created a Maritz Automotive microsite. We designed the site to communicate Maritz’s thought-leadership and extensive experience in automotive ad hoc research area. The microsite serves as a home for brilliant content, and is also host to a constantly updated blog.

Using the microsite as a start point, we create HTML mailers about research into a range of topics of interest to automotive manufacturers. The mailers are sent out to a focused and targeted database and we track these carefully, providing detailed reports to the Maritz team for follow up sales purposes. We also review and post the content for blogs , taking advantage of the new thinking by Maritz automotive research experts around the world. This is marketed through social media, notably LinkedIn. Part of this work is a LinkedIn company profile for the Maritz automotive team. We also use sponsored posts, which are great because they allow us to target exactly who we want to reach.

As a result of this activity, the company has built up a strong following – after the first month they had gained 40+ followers on LinkedIn, and three months later they’re approaching 100.

For a relatively minor investment, Maritz has impacted awareness of its automotive specialists hugely. By creating and promoting content of genuine value to their (very clear and concise) target, they have really caught their attention.

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